"People of the Joseon Dynasty regarded flashy adornment to be obscene and low class. As a result, women from noble families put on makeup with minimal colors and focused more on creating clean and clear skin.\\
Beauty of Joseon is a brand that has reinterpreted the unchanging beauty and the traditional methods from nature in a modern way according to the wisdom of Joseon women. Based on the 'Gyuhap Chongseo', the brand has included the beauty methods of women from the uppermost classes of the Joseon Dynasty."